The Local Authority Caterers Association (LACA) plans to spend a reported £120,000 on a TV ad campaign in a bid to combat falling enthusiasm for school meals.
The two-week promotional push in September will coincide with the introduction of new nutritional standards and Jamie Oliver's one-off follow-up to his school meals TV series. A LACA spokeswoman said: "It will be aimed at primary school parents but also try to appeal to the kids."
Meal numbers have fallen by between 10% and 20% across the UK since Jamie's School Dinners aired last spring.
It is believed the campaign will thank Oliver but try to head off any bad publicity his new programme may cause.